Avoid These 5 Web Site Blunders!

The Web is intended to help people find information quickly and easily. So why do so many sites make it difficult for users to get what they need? While neat design can add impact to your message, make sure the message itself doesn't get lost in the mix.

As president of a copywriting firm that writes and edits dozens of online projects a year, I've come across several common blunders that prevent effective communication via the Web. Here are my top five:

BLUNDER #1: Hiding who you are and what you do.

It's sad that many sites make it a challenge to figure out what they're about. Yes, it may be cool to have a giant dancing logo on your home page, but don't forget WHY your visitors are there: to learn what you can DO for them!

Be sure your home page includes a *short overview* that clearly and concisely describes what you have to offer. It's also a good idea to repeat your tagline or a short mission statement on *every page* of your site. Why? People can pop in and land on an inside page via a search engine/directory link that you may not be aware of. Make sure they know who you are right away.

BLUNDER #2: Writing for print.

Reading copy on a computer screen is different than reading printed text. We read online text more slowly, and we tend to scan rather than read because, visually, the words are harder to digest. Help your users find key words and concepts quickly by making your copy "scannable." Instead of intro paragraphs, use subheads. Use shorter sentences, paragraphs, and pages. Use bulleted lists. And use hyperlinks to give readers more info if they want it.

BLUNDER #3: Writing too formally.

Online readers expect a personal, upbeat tone. If you write like a bureaucrat, you risk turning off many users. Think ACTIVE voice rather than passive. (For example, instead of saying "the computer must be turned on" say "turn on the computer.") Write to your customers like you'd talk to them, and nix any industry jargon they may not understand.

Interestingly, I occasionally see the opposite problem. For example, a respected law firm's site shouldn't shout excitedly at customers as in a sweepstakes offer. Ask yourself: "How do my customers like to be talked to?" and that's your answer.

BLUNDER #4: Designing cryptic navigation.

Unfortunately, many sites don't seem to be truly designed with the end user in mind. Consider why users are visiting your site, then turn those reasons into your main navigation choices. Try to limit them to 8 or less. Then, create sub-navigation within those choices. But if there's an especially popular page on your site, why not put a special direct link from the home page? For example, on the home page of our site, we keep a direct link to our latest article or information about new awards we've won.

BLUNDER #5: Making it difficult to contact you or place an order.

I recently visited the Web site of an acclaimed furniture manufacturer, and I was ready to order one of their renowned ergonomic chairs. I clicked around, found the chair I wanted, and then quickly grew irate. Not only couldn't I find where to order it online, I couldn't even find their phone number to call and order one or find the nearest dealer! The results? One lost customer.

Put your phone number, an e-mail link, and a link to your order form (if you have one) on EVERY page of your Web site. Don't rely on your users having the patience to take a few extra steps. Make it as easy as possible, and they'll be much more likely to follow through (and return)!

(c) 2002 Alexandria K. Brown

ABOUT THE AUTHOR

Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/

In The News:


pen paper and inkwell


cat break through


Your REALTORŪ Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

Lessons Learned at the Harvard Business School

"If God wanted to create a perfect punishment for a... Read More

Marketing 101: The Power of Marketing

When you hear the word "marketing" what comes to mind?... Read More

Discovering The Benefits That Hook Your Prospect

Benefits! They're what marketing is all about. No doubt you've... Read More

Key Marketing Strategy - You Need To Stay Visible!

If you want to get consistent results from your marketing,... Read More

Translation and Your International E-Commerce Strategy

Most businesses realize that they are simply a click away... Read More

How to Turn Your Marketing Into a Money-Making Machine - Examples of solid Marketing

As Claude Hopkins presented in his Scientific Advertising many decades... Read More

Use Events to Market on the Internet

Having difficulty knowing what to offer people online? Worried that... Read More

Shopping Comes Back To The Community

THE GREAT BRITISH TRADITION OF STREET MARKETS IS UPHELD AT... Read More

Creating Your Own Lead Capture Pages

Having a downline can be golden. A downline is a... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

Lessons From a Six Year Old

My 6 year old daughter Emily knows exactly what she... Read More

Marketing Brain Trust

Rest assured that no matter how smart you are, you... Read More

Are You Losing Business?

As a small business owner, you are grateful for all... Read More

Another Commercial? Dont Touch That Dial! Watch & Learn

When commercials come on the television do you get up... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

The Top Seven Marketing Mistakes

In my view, nearly all government statistics about reasons for... Read More

In Sickness And In Health

I recently drove by a business that had a sign... Read More

You?re In Charge. Now What?

For years now, you have been waiting patiently for that... Read More

Two kinds of Advertising for a Marketing Strategy

Advertising is the lifeblood of any business. If you do... Read More

Private Practice Marketing: 3 Secrets I Wish I Knew When I First Started Out

I don't know about you, but I am still waiting... Read More

Marketing Strategies: What Choices Do You Have?

Most business people want to see improvements in sales and... Read More

Ten Easy Marketing Tasks You Can Do NOW

Who says scientists can't market? Here are 10 easy marketing... Read More

Tips For Developing An Effective Questionnaire

Developing the questionnaire is undoubtedly the most important part of... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

Making the Intangible Real

How do you make the intangible real? How do you... Read More

Meaning and Marketing - The Eye of the Storm

It's 1954. Yes, Mrs. Patricia Smith has been a good... Read More

5 Tips on Establishing Yourself As An Expert In Your Community

Wondering how to get new patients into your practice? Wondering... Read More

Networking Basics Turn Yourself Into A Profit Making Giant

I would like to introduce you to one of my... Read More

Fundamental Strategic Marketing Mistakes to Avoid

This is a pretty tough global economy and it is... Read More

5 Ways to Use Your Business Cards More Effectively

Contrary to popular belief, the best use of business cards... Read More

Incestuous Relationship Between Football and Marketing

Thousands eyes were fixed. Hearts were beating hard against the... Read More

Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2

In the last issue we looked at 5 reasons why... Read More